Finding the Right Balance with Facebook Posts

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Too much of a good thing can be negative.  It goes without saying that you have heard a rendition of this phrase at some point during your life, but did you ever think it would apply to your social media account?  According to data accumulated from 2,121 resort and hotel Facebook pages by InsideFacebook.com, there is such a thing as too much of arguably the world’s most popular social media platform.

On average, hotels post on Facebook 32 times per month.  This is broken down into the following categories:

-1.9 links

-27.8 photos

-1 status update

-1.6 videos

Some top hotels including the MGM Grand, Aria or Sierra-At-Tahoe average more than 50 posts per month in an attempt to drive high interactions.  However, increasing the number of posts does not automatically guarantee that interaction.

If approximately 86% of your posts are images, links and videos, you have to ensure that the content you are creating is meaningful.  Showing the same picture once every three or four days is not going to do a lot to capture a new audience, and may make it difficult to retain loyal customers.

Posting 30-50 times in a month will provide your followers with a steady stream of information that they can easily digest without overwhelming them, but this is not the policy for all hotels.  Some companies are posting close to 30 times per day, and have only one-sixth of the engagement of some of their competitors.  That means your followers are being buffeted with nearly 1,000 posts per month, far too many to actually track and follow for the typical consumer.

The “sweet spot” for number of daily Facebook posts is somewhere between three and seven posts per day.

To learn more about what types of posts garner the most customer feedback (likes, comments and shares), click here.

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